Samenvatting

‘The clients you arrange affiliate campaigns for are the biggest telecom providers in the Netherlands. The campaigns are doing great, which results in steady sales. But it is not enough. What is the fun of working for clients whom already have a steady market, and whom are represented at every possible website? On top of that, the only uplift in sales would mean a down lift for their clients. Well off course! Just create a new product!’ x is an affiliate marketing agency with a great network of publishers who promote campaigns in most diverse markets. The present study is limited to the Telecom market. At x there are six providers offering both sim only subscriptions and a combination of both a subscription including a smartphone. These providers were aimed at costumers who switch from provider via affiliate websites. This research shows that consumers also require retention subscriptions affiliate websites. This leads to the main question:
‘What is the perception of the consumer, the publisher and the advertiser regarding the provision of retention subscriptions on mobile telephony via affiliate websites?’ The Theoretical Framework that is used indicates the seven steps of the online retention process: 1. Need recognition, 2. Gathering information, 3. The criteria: service, product and price, 4. Evaluate alternatives, 5. Moment of purchase, 6. Behavior after the purchase and 7. the loyalty loop. Consumers still compare the criteria service, product and price after the loyalty loop. The model is tested in the qualitative research and quantitative research. The following results have been achieved, by using the model above in order to answer the research questions. First, there are 3 kinds of online consumers. The first group attaches great value to the service, the second group to the product and the last group to the price. Each group wants a personal retention offer from the provider.The results show that 45% of the respondents claimed to extend the subscription, instead of switching when an affiliate site promotes this personal offer. The publisher wants to promote the retention offers. However, not all advertisers compensate retention sales. The publishers are willing to invest more money for retention promotions if advertisers will compensate those sales. Not all advertisers believe in these promotions and do not believe it is worth the investment. The consumers are evaluating the alternatives via affiliate sites. The quantitative research shows that the majority of the target group wants to see the personal retention offer at the publisher site, and in particular, first in the comparison module. This can be either prominent on the site, or in the selection criteria. The account managers of x are able to convince both advertisers and publishers with this research. Just by investing their time, effort and management they will show the advertisers, publishers and even the consumers what the potential is and possibilities of retention are in the affiliate marketing